Industry Report: Beauty Brands

We have designed a quarterly dashboard for you to better understand the state of Influencer Marketing in the beauty industry. See how brands are using influencer marketing across Instagram, YouTube & TikTok. Get insights on average engagement rate, audience demographic statistics and top performing hashtags.

A representative sample of 1,000 beauty influencers working with brands on Instagram, YouTube and TikTok were analyzed for this study based on data collected between 18 May – 26 August. Our experts have analyzed sponsored influencer posts and identified collaborations with over 100 beauty brands giving insights into the state of influencer marketing in the beauty industry.

This report is powered by Upfluence software, which has a database of more than 3 million influencers.

Introduction to the Beauty industry

The beauty industry is in a period of fast growth, predicted to grow from $420B in 2018 to $716.3B by 2025. The US comes second in terms of cosmetic industry market share with 24%, against the Asia Pacific Region with 48%. In general, US shoppers still prefer to buy their cosmetics in-store at pharmacies or the likes of Walmart and Target. However, newer beauty brands are seeing high sales in eCommerce, with 86% of their sales happening online, versus only 4% of online sales for the top 20 beauty manufacturers. Beauty subscription services are also becoming popular, with 28% of male and 22% of female American consumers currently receiving a subscription box service. 

Number of Beauty influencers across platforms

The majority of beauty influencers are active on Instagram & YouTube.

Instagram + YouTube is the most common combination of platforms for beauty influencers. 

Each combination is calculated by the incidence in 1,000 influencers, and is not mutually exclusive.

Average number of followers

Beauty influencers on TikTok have the highest number of followers on average, followed by Instagram, then YouTube. 

Average engagements across platforms

Beauty influencers on TikTok have a significantly higher engagement rate on average, compared to Instagram and YouTube.   

TikTok remains in the lead as the platform with the most engagements on average. 

Instagram audience

Top 5 countries  

Gender split 

Age break-down

Instagram engagements

Average engagement rate by influencer type. Beauty micro-influencers report the highest engagement rates. 

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: < 1M followers

Average engagement rate by age group

Average engagement rate based on number of posts

Average engagement rate based on gender. 

YouTube views

Average views by number of posts

Average views by influencer type

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: < 1M followers

Average views by age range

Average views by gender

TikTok likes

Average number of likes by influencer type 

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: < 1M followers

Average likes by age range 

Average likes by number of posts

Average likes by gender

Top hashtags across platforms

Top 30 Instagram hashtags

Top 30 YouTube hashtags

Top 24 TikTok hashtags

Top keyword break-down Instagram

Top keyword break-down Youtube

Top keyword break-down TikTok

Some Top Performing Influencers for You

@thegabrielzamora

  • 7.29% engagement rate on YouTube 
  • 45k average views
  • 813k YouTube subscribers

@cakefacedali

  • 5% engagement rate on Instagram
  • 728 average likes
  • 15k Instagram followers

@autumotiv

  • 8.86% engagement rate on Instagram
  • 1.4k average likes
  • 63k YouTube subscribers

@keemachang

  • 26.35% engagement rate Instagram
  • 840 average likes
  • 3.3k Instagram followers

@pautips

  • 6.49% engagement rate on TikTok
  • 91k average likes 
  • 1.4M TikTok followers

@jamescharles

  • 12.02% engagement rate on TikTok 
  • 2.8M average likes
  • 24M TikTok followers

More content for Beauty brands

We publish content that will help you design influencer marketing strategies, run better campaigns and get inspiration from the best in the industry. Have a look at our recent posts or visit our blog for more!